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Tag Archive: process

B2B marketing tip #163: Hit the road

B2B Marketing Tip of the WeekTired of nagging product management for ideas for the next webinar or blog post? Wasting valuable time reminding sales to review and approve campaign materials? Create a better working relationship by proactively attending your stakeholders’ weekly department meeting.

Ask for time on the agenda, then optimize everyone’s time by getting team input during time they’re already set aside for collaboration. Consider a short presentation to educate your counterparts on the marketing process.

Seen+Heard: Build your best budget

Seen + HeardIf you’ve ever struggled to find the right numbers, gain consensus from team members or make your marketing budget process more like a discipline and less like a guessing game, then this week’s “Best of the web” is for you.

The Harvard Business Review shares three quick tips for creating a realistic budget.

Check it out.>>

Every Friday, Seen+Heard presents a link to some of the best B2B marketing thinking on the web. Have a great B2B article to share or a topic you’d like to see? Tweet me @ThinkSpringMktg or contact me.

B2B marketing tip #51: Prune your programs

B2B Marketing Tip of the WeekGardeners know that periodic trimming promotes lush and fruitful growth. The same techniques apply to marketing. At least once a year, review your activities. Sunset or reconfigure those that require the most effort but produce the fewest returns. Freeing up resources leaves room to improve efficiency, expand effective programs or test new techniques.

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It’s time to replace that kitchen window

Three strategies to boost marketing productivity

While we are enjoying a blissfully mild Minnesota winter, there’s always a certain amount of seasonal weather-proofing. One of my least favorite chores is sealing up the drafty window in our kitchen, a project that involves about 20 feet of rope caulk, sheets of see-through plastic, a stepladder, several awkward angles and just a few four-letter words. I’ve done this every year since we bought our house in 1999.

This December, it suddenly it dawned on me, wedged precariously into the sink and behind the light fixture: we could replace our 60-year old window with something better fitting and more energy efficient.

We could eliminate the tedious workaround and solve the problem once and for all.

But we’ve always done it this way …

It’s no surprise that it took me twelve years to reach my a-ha moment. Going about our day-to-day tasks, we focus on checking off items on the To Do list, not analyzing whether the way we accomplish completion is the most efficient or effective. We fall into the trap of “because we’ve always done it this way” and simply stop seeing the issues—or the possibilities.

Every marketing department has more on the wish list than resources allow. Identifying and reducing your workarounds is one of the best ways to work smarter and improve capacity.

Find your MacGyver opportunities

Start your marketing overhaul by recognizing your MacGuyver opportunities—those operations held together with chewing gum, old gym socks and good karma. Where do systems lack integration? How often are you re-entering data? Which tasks take seven steps when three should do?

Use these three criteria to address your top issues:

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B2B marketing tip #23: Give it a ghost of a chance

B2B Marketing Tip of the WeekContent may be king these days, but busy executives and subject matter experts are unlikely to have enough bandwidth to produce timely, well-written bylined material to fuel your newsletter, blog, website or public relations needs.

Employ a ghostwriter to streamline the process. Look for an experienced individual with excellent interviewing skills, subject matter expertise and strong written samples. The ideal writer should quickly develop a rapport with your stakeholders.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #19: It is ours to question why

B2B Marketing Tip of the WeekSwamped by marketing tactics and ad hoc requests? Struggling to create a plan—or stick to it?

Regain control with one simple question: “What is the objective?”

Next time sales or management (or even another marketer) asks for an unplanned activity, turn the conversation from tactics to strategy by identifying the goal of the request. Start with why there’s a perceived need, not what the solution is.

Then, evaluate whether the new tactic is the best way to meet the objective, and whether it’s more of a priority than your planned campaigns. Be prepared to suggest alternatives that may better reach the goal.

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #18: Keep it clean

B2B Marketing Tip of the Week

The marketing-sales database is like a teenager’s bedroom: it’s never going to stay clean and organized unless someone enforces the rules.

Write up basic standards for data entry, required fields, and how to remove duplicate, inaccurate, or outdated records. Share the rules with all CRM users. Be clear on each individual’s responsibility–then conduct periodic audits to review compliance. Create a recognition program to promote positive results.

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #14: Tally your productivity

B2B Marketing Tip of the WeekTrack your time and activities for two weeks, then use this information to improve efficiency, better forecast your availability for future projects, or to justify additional resources. Note where urgent requests and administrative tasks prevent you from accomplishing more strategic activities.

List your major activities in a spreadsheet, such as “Plan fall tradeshow,” “Generate monthly leads report,” or “Route newsletter copy for review.” Log your time against these activities in 15-minute intervals. Avoid broad categories like “Miscellaneous” or “Meetings.”

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #12: Code it

B2B Marketing Tip of the WeekSet up a system to track all marketing campaigns, related expenses and the leads and sales they generate. Give each major initiative a separate code that reflects the type of promotion (such as a brochure, event, or ad), the product or service featured, and the launch date.

Label files, vendor invoices, campaign materials and activity in the CRM database to make reporting easy.

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #10: Campaign communication

B2B Marketing Tip of the WeekThe best campaign does little good if inbound leads aren’t handled correctly, or if the business is unprepared to execute a smooth followup process.

Keep everyone in the loop. Develop a standard email or memo template to announce new marketing activities to the organization (especially sales). Share campaign objectives, timing, target audience and where to direct inquiries or questions.

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

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